The Verdic religion was a really good mechanism of social control. The creation myth itself (that stated that a creature was sacrificed and the different social classes sprung from the various parts of it's body) underlined the permanency of the social hierarchy set in stone by the Verdic texts. Because people felt that their position in life was deserved, the only thing they could do was put their heads down and do their prescribed work in hope for good karma. Buddhism shook this up. It gave people a way to achieve inner peace (nirvana), in this life.
Siddharta was also a captivating leader. He traveled around Asia sharing his truth and his Middle Path with all people who would listen, regardless of class (!!) In this way, the Budda was countercultural. Buddhism gained support of the general population because it was so inclusive, and legitimacy through royal endorsement such as that of Asoka. I think the reason Buddhism made such a mark is because it's founding tenant resonates with all people, regardless of class/status/race/ect: life is suffering.
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